Research On The Impact Mechanism Of Perceived Coolness On Consumer Purchasing Intention

Perceived coolness is a multi-dimensional judgment of consumers on the attractiveness,uniqueness,subculture and usefulness of products.Today,when personalized consumption is popular,perceived coolness has become an important driving force for people's consumption.The more attention is paid to the application of "cool" in marketing.Some scholars have carried out certain discussions on the antecedent variables and outcome variables of perceived coolness.However,there are few empirical studies exploring perceived coolness and consumer purchasing intention.Therefore,this article empirically explores the impact of perceived coolness on consumer purchasing intention through the related variables of consumer psychology,which can provide a deeper understanding of changes in consumer cognition,psychology and behavioral decision-making,and provide theoretical support for corporate marketing practices of the perceived coolness.On the basis of collating and analyzing the existing related literature,the innovation of this article is proposed,namely,to establish and explore a mechanism for the influence of perceived coolness on consumer purchasing intention.This influence mechanism includes two intermediate variables of consumer innovativeness and consumer competitiveness.Based on the hypothetical model that perceived coolness affects consumer purchasing intention,this study establishes a structural equation model using AMOS 24.0,and the analysis and testing of the model and hypotheses were completed by analyzing the 514 valid sample data obtained by consumer purchasing decision questionnaires for new mobile phone products.From the empirical results,it can be known that perceived coolness significantly positively affects consumer purchasing intention,consumer innovativeness and consumer competitiveness.Also,the perceived coolness significantly positively affects consumer purchasing intention through consumer innovativeness,perceived coolness significantly positively affects consumer purchasing intention through consumer competitiveness.Consumer innovativeness and consumer competitiveness act as a partial intermediary between perceived coolness and consumer purchasing intention.This research also shows that the perceived coolness of male,older,lower education and higher income consumer groups are more notable;and the influence of perceived coolness to consumer purchasing intention are more significant in male,older,lower education and higher income consumer groups.Enterprises should pay more attention to and give play to the coolness features of products,and should be good at satisfying the innovative needs of consumers,appropriately stimulating consumer competitiveness,and strengthening the application of perceived coolness marketing methods in different consumer groups.